Gymbox is positioning itself as antidote to 'boring' gyms, by demonstrating that working can be as much fun as going out.
The bold yellow creative work emulates nightclub posters featuring provocative statements which would typically be associated with going out, such as 'Be great in bed,' and 'Get your heart rate above 150.'
However, once the copy is read fully, it becomes clear that the posters aren't aimed at your typical clubber. Instead, they demonstrates there isn't much difference between clubbing and working out in one of Gymbox's clubs. For instance, 'Be great in bed...' is actually referring to a deep post-exercise sleep.
The campaign launched on Monday (January 14) with out-of-home (OOH), print and social activity. It will feature the four creatives, running across London Underground, rail, and out-of-home sites around London. Stations include Old Street, Cannon Street, Victoria, Convent Garden and Stratford.
Rory McEntee, marketing director of Gymbox, said: “We wanted to create a cut through campaign that challenges the boring gym norms and showcases the key USPs Gymbox offers. People are looking for experiences and whether that’s the most unique classes in London, nightly resident DJs, larger than life personal trainers or the best gym equipment, Gymbox has everything under one roof.